The new realities of trade promotion management in the consumer goods world require different strategies and the right technology choices to maximize spend. It’s critical for CPG companies to recognise what success “looks like” in this new landscape, and to have the clarity of understanding and insight to be able to leverage best practices to sidestep the common myths associated with TPM.
Global Innovation Director for TI&P at Unilever, Roch Boucher, highlights the challenges Unilever have faced in responding to market fluctuations and shares his experience of how CPG companies can develop promotions that thrive in the modern, volatile world.
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